分销渠道冲突管理文献综述

Literature Review of Distribution Channel Conflict Management

在营销的4P理论中,渠道是重要的部分,也是企业获得竞争优势不可或缺的一部分。渠道冲突会随着企业市场竞争的程度增加而加剧,如何合理解决渠道冲突问题就成为分销渠道管理研究的重要内容。本文对分销渠道冲突的相关研究进行文献综述,分析产生冲突的原因,提出对冲突进行协调、管理的策略和方法。也通过文献综述,发现我国渠道冲突研究的不足之处,为研究者提供未来研究的方向。

In the 4P theory of marketing,the channel is an important part and an indispensable part of the company's competitive advantage.Channel conflicts will intensify as the degree of competition in the enterprise market increases.How to properly solve the channel conflict problem becomes an important part of the research on distribution channel management.This paper reviews the related research on distribution channel conflicts,analyzes the causes of conflicts,and proposes strategies and methods for coordinating and managing conflicts.Through literature review,we also find the inadequacies of the research on channel conflicts in China,and provide researchers with the direction of future research.